Subaru forms virtual queue for WRX online
BY TIM NICHOLSON | 26th Nov 2013
From noon today, Subaru was allowing WRX customers to fill in their details online and pay a $2500 deposit –fully refundable if they back out of the deal – to reserve their spot in the queue for one of the first 100 cars shipped to Australia. As of late today, Subaru’s website was showing only six customers had jumped on board.
The Japanese car-maker’s 2014 WRX was unveiled just last week at the Los Angeles motor show, providing a first look at the next-gen model that will replace the current sedan and hatch sports variants that went on sale in 2007.
It is not Subaru's first attempt at selling cars online. Buyers had to use the internet to reserve the highly anticipated BRZ sports coupe before it arrived in Australia midway through last year. The online rush of orders for the BRZ brought the Subaru website crashing down as its full-year allocation of 201 cars sold out in just three hours – 50 of which were snapped up in the first 90 minutes.
According to Subaru’s website, potential buyers have to provide personal details and vehicle preferences including the desired level of specification – WRX or WRX Premium – and either the six-speed manual or continuously variable automatic transmission.
Available colours include red, blue, dark blue, black, grey, silver and white.
Buyers will be able to order online until just before midnight on Friday, December 13 if the first batch of individually numbered cars is not already sold out. Sales will then move to traditional bricks-and-mortar dealerships.
Those who buy one of the first 100 cars will also receive a free scheduled first service, Subaru said.
Subaru Australia managing director Nick Senior said the WRX’s pre-launch buzz online gave the car-maker the opportunity to extend its internet-based sales offer to the wild sports sedan.
“We’ve already had a huge spike of interest in WRX on our own website and are aware of significant pent-up demand,” he said.
“This initiative will offer our most dedicated WRX fans the opportunity to secure their car early, while also adding cachet to their purchase by getting an individually numbered vehicle.
“We think this initiative will benefit our network by creating even more interest in WRX.”Pricing and specification for the WRX will be available closer to its launch in late March or early April next year, but given its cult status in Australia, a lack of pricing is unlikely to deter hardcore Rex enthusiasts.
As GoAuto reported last week from LA, the all-paw 2014 WRX uses a 199kW/343Nm 2.0-litre turbocharged four-cylinder boxer engine that is 4kW/6Nm more powerful than the outgoing model. However, the power output could vary slightly for the locally tuned version.
An even more hi-po STI version is due at the Detroit motor show in January and is expected to go on sale locally around one month after the more pedestrian WRX.
